In her speech, Dr Schulz addressed the role of meaningful communication as the basis for sustainable relationships in organisation- and/or citizen-driven online communities. In doing so, she took a look at a value-driven influencer economy: what are the (im)possibilities of responsible leadership in online/offline communities?
Meaningful communication
How do people in online communities react to each other and what impact does this have on organisations and society? Can influencers do their jobs in an ethical way? What are the effects of online group polarisation and filter bubbles on society? These are relevant questions that Dr Schulz studies together with her team of researchers, lecturers, students and organisations through practice-based research. Meaningful communication forms the starting point, which is defined by the professorship as communication during which people and/or organisations engage in dialogue with each other, become emotionally involved and establish lasting relationships.
Circular Meaningful Communication Model
In her research 'What is meaningful social media communication? Understanding meaningful content, dialogue and commitment', which Dr Schulz conducted together with Dr Afke van der Woud and Dr Mirjam Lasthuizen, the researchers discuss how online interaction can be analysed, and how meaningful communication can be established in online communities, both by the 'creators' of content and their stakeholders (the audience).
For this purpose, the Organisations and Social Media professorship has designed the 'Circular Meaningful Communication Model' (CMC model), which discusses how content, dialogue and engagement create meaningful communication, both on- and offline. The model can be applied by organisations, students and researchers and can contribute to both the analysis of existing and also the development of new social media initiatives. It helps content creators in identifying essential elements that can lead to that meaningful communication.
‘With our research, we want to encourage corporations and people to think about the impact of their content, in their role as creator and/or stakeholder.’